The Campaign

Building on the fact that Hibiya is Japan’s notable theatre district, we presented the festival as a site to share vibrant energy and excitement, which are usually locked inside venues, with people on the street. Thanks to supports from stakeholders, a wide range of performances were delivered on the main stage set outside, allowing many visitors on the street to experience theatrical works for free of charge. From grand-scale profound shows to beginner-friendly entertaining performances, the program consisted a vast array of works which helped to reach a wide audience.

The Brief

Total budget: two hundred billion Japanese Yen (including all the costs for stage production, programming, sculpture production, administration, etc.)

Creative Execution

? A large-scaled outdoor stage was placed at the central part of the street, and delivered a wide range of performances to the public for free. ? An outdoor performance, directed by an internationally acclaimed director, marked the start of the festival. ? For thirteen days, a total of 100 performances were given, on and off the stage across the district. ? By gaining many supporters and partners from the district, a collaborative theater festival was realized.

Describe the success of the promotion with both client and consumer including some quantifiable results

? The festival achieved to have the whole area involved with supports from administration(Agency for Cultural Affairs, Geidankyo-Japan Council of Performers Rights & Performing Arts Organizations) and neighboring theaters(Toho, Nissay Theatre). In the long term, the project will continue and develop as a core driving force that activates and promotes regional growth. ? The festival attracted huge crowd; Tokyo Midtown Hibiya saw a 10% increase in the number of visitors, which exceeded the average attendance during the period after the facility’s grand opening."

Explain why the method of promotion was most relevant to the product or service

To coincide with the opening of a multi-use complex that houses shops and offices, we organized a district-wide theatre festival for the first time in Hibiya, the historic area of theatre and entertainment. For this project, we developed a special scheme that the area can continuously re-brand itself while being rooted in the DNA of the district.

The festival shared theatre experiences with the public by staging performances on the street, while developing and adopting a scheme that stakeholders can also actively engage. This strategy, which allowed the project to meet expectations from both the public and stakeholders, led the festival to become a core force that drives the district to attain sustainable growth.